There truly is nothing more powerful, in my opinion, than the advice I am about to give you on copywriting. Everything else that you do revolves around this. Everything else is to obtain this one certain thing.

Some people truly grasp it. They simply get it – something "clicks" in their minds – and their copy changes forever.

Others struggle with this – and never quite get a grip on it. They may still write decent copy, but it's always missing that one crucial element…

Show. That. You. Get. It.

That's it. That's all there is to it. Show that you understand. Show that you get it – that you get what your reader is thinking, feeling, and experiencing.

That is the most powerful piece of advice I could ever offer you. Forget rules, forget benefits and features, forget it all… If nothing else – just do this. And you'll do alright.

No – you'll do great.

You might be a bit confused right now. That's alright. I'm going to explain it very, very clearly for you.

Pretend in New York City, New York there was a real estate convention. Agents from all over the country got together to learn from each other, share secrets, swap stories, network, expand, and just sit around and chat. 

In walk two fellows. 

Both carry briefcases, and wear khaki suits, and brown shoes. You see them periodically stop and talk to some of the other agents. They walk separately, yet they have something in common. Whoever they're talking to, they'll open their briefcases up, pull out some papers, show them to the person in front of them – and then that person will nod their head "yes" or "no". If they nod "no" – the briefcase men pack up and move on to the next person.

Ah, of course – they're salesmen! And they're pitching something to the real estate agents.

However, one is getting a heck of a lot more yes's than the other. Why could that be?

Out of curiosity, you inch closer. You stand near the first man, and listen to his pitch. Maybe you'll get it if it sounds good. But something is off…

His language is all wrong. His stories don't add up. Wait a sec… Has this guy ever sold a house in his life? And now he's going around selling a course on how to get more real estate business?

It becomes obvious why everyone nods their heads "no" to that guy.

And then you come closer to the second man.

He's natural and fluid in his speech. His guest looks at him with keen interest. He tells stories about houses he's sold – and the stresses that comes with them. He shares stories about his failures and successes. And whoever he's talking to nods along to everything he says, and repeats after each story…

"Oh, I know how that is! Happened to me just last week!"

It's obvious this guy knows his stuff. He knows the lingo. He knows the stories. He knows the tone of voice that works. 

In short – he gets it.

He truly knows what kinds of problems other agents have – and what it takes to overcome them.

He's selling his course like hot cakes!

In fact, you're considering to buy it yourself -

and he hasn't even spoken with you!

Are you getting a glimpse now into what I'm really talking about?

Are you starting to see the power of this idea? And how revolutionary it could be for you and your business?

Testimonials… Irresistible offers… Pretty designs… All of that comes second to showing that you truly understand what your prospect wants and needs. What they're going through – and that you're in the trenches right alongside them. 

People who experience the same problems have a sense of comradery with each other. Be their comrade! Jump into the storm with them, and lead them out! Toss them a rope and pull'em to shore. 

And be sincere and genuine. I know these days it's not as popular to be compassionate and sincere…

… But in copy, it works.

Give it a try. You'll see.

Till next time,
David

In my observation – after a good number of years in the copywriting game -

I've noticed two approaches to learning.

One of them is wrong. One of them is right.

One promises quick riches. One promises profound growth as a writer.

Guess which one appeals to the majority? 

Quick riches, as nice as they sound, are just that – quick riches. Even if you obtain them – they're so quick they leave before you know it. And then, you don't have the foundation required to get them back.

However, if you have a powerful understanding of copywriting – none of your successes will be "lucky". 

Successes will be very, very expected.

In fact, the occasional failure will be the only thing unexpected. 

So, enough foreplay… what is this correct method to learning copywriting?

Learn from the inside out… Not the outside in (this vague phrase to be explained…)

So, some of you might have a realization from the phrase above. But! I realize it's very vague

Hence, an explanation:

Most people try to learn copy from the outside in. They learn things like:

• "Hot selling words"…
   
• "Phrases that make or break sales"…
   
• "What words to use – and what words not to use"…
   
• "What template to follow in writing your copy"…

- etc.

However, these are all very superficial.

Products and books that teach these are expecting one of three things of you:

1. They think you're too lazy to learn the true foundations behind expert copywriting…
    
2. They think haven't yet figured out that these products are superficial & ineffective without a strong foundation…
    
3. They think, though know this is rare, that you already have a strong foundation, and can add their knowledge to that foundation…

Now, I'm not saying that you actually have any of these qualities. I'm saying that books like these only sell to people who do. Maybe you do, maybe you don't. 

(And also – I don't mean to encompass EVERY book or product like this… obviously there are some out there that really care about the people who purchase them.)

Because the truth that expert copywriters know – and don't always tell you -

… is that word choice is NOT the most important thing in copywriting!

Now, it is very important. However – there are pieces of copy that work wonders, yet they go against all of the "right" words & ways to write copy.

How is this possible?

Well, either the writer was very, very lucky. Or, more likely…

The writer understands copy from the inside-out! 

They know how their words will affect the reader. They understand the emotional and psychological impact copy has. They understand how to…

Engage the human psyche.

And more importantly, how to show the human psyche that a product or service will be a good purchase.

If you can figure out how to do that – everything else is gravy.

If you understand this concept – from the inside-out….

All of the right words will simply come to you, and fall right into place.

Now, of course you also want to learn from the target market what key words they use to describe their problems… But in truth, it really is that simple. 

So, from now on, focus your studying efforts into understanding what goes behind expert copy. Ask yourself questions like… "WHY did that writer use that word?"

And notice how that question is so different from a statement like… "That writer used that word, and that copy was successful. Therefore if I use that word – my copy will be successful!"

The statement above is dead wrong! You want to know WHY the writer used that word. Nothing else matters. 

Till next time,

David

p.s. Comments are appreciated, so share yours! Don't be shy now, I don't bite (too hard)

Hey there,

Hope you had a wonderful holiday season (if you celebrate that sort of thing ). Today we're going to talk about headlines – why they're so important, and how to write a good one.

Just so you know – I'm pretty passionate about headlines. After all, they're SO crucial to the success of any ad, website, flier, post card, etc.

Headlines are your opportunity to "hook" someone into your copy. To build so much curiosity in them that it's easier for them to keep reading than to stop.

Let's talk about how to do that.

First, 3 uber-important qualifications of a good headline:

1. It connects deeply with either a key desire, or problem, or multiple desires / problems, that your target market has

2. It creates interest and suspense through some sort of "hook" that creates a story or unusual approach to the subject matter

3. It's unique. Even if someone were to read 10 headlines in a row about whatever it is that you do, yours would stand out, making it very inviting and approachable.

There are more subtle qualifications, but these are the main ones in a nutshell – and this is a good start. No need to get super complex right now. 

These requirements accomplish 3 key things:

- They let your target market know your ad / website is about them…

- They arouse their interest so they give you the time a day…

- They make you stand out so you don't bore them / make their eyes glaze over.

Common sense, right?

The true power of headlines…

Not everyone uses headlines effectively in their websites, and ads. Personally, I think it's because they're a bit… misguided… about the true purpose of headlines.

So, let's talk about the "why" behind headlines – and then get into the "how". (If you're already a champ – this might be review for you.) 

- Headlines are the FIRST thing your readers see. If you have a bunch of text on your site / ad… even if it's extremely effective and targeted… you haven't given people a reason to dive into it without a good headline. 

- Headlines are the quickest way of answering your readers' question, "Why should I spend another second reading your copy?"

Other people use very bland, generic headlines. Like: "New York Marketing Company." Or… "Philadephia Bed & Breakfast." While these tell your reader what your'e about – they miss the opportunity to pull away from your competition. They miss the chance to take your company a step further in your prospects' eyes before they've really sunk deep into your website.

Let's see some examples…

• The Amazing Secret of a Marketing Genius Who is Afraid to Fly
   
• The Forgotten 4 Letter Word That Doubles Business, and Fuels Success Driven Marketing
   
• Iowa Firefighter Battles a Burning Duplex All Night, Finally Comes Home at 7am, and Still has the Energy to get his Two Little Boys Ready and Off to School… By Following this Firefighter Fitness Training and Nutrition Program…

See the patterns? They connect to the target market, first and foremost. Then, they hook you in with some interesting story or hook. And finally, they get you very interested to read the rest of the ad / letter / article to see what the heck this headline is talking about.

Example 1 targets business owners looking for a cool edge in their marketing – while creating curiousity around the mysterious figure of the marketing genius who's afraid to fly. Example 2 targets the same audience – with the unique hook of a "forgotten 4 letter word". And example 3 targets firefighters looking for more energy, fitness, and health by telling the amazing story of an Iowa firefighter.

Also, these headlines have a playful aspect to them. They're anything but dry. They make reading the ad fun and enticing. They're inviting. 

It's almost like reading an article about something you're just burning to know about. If you're hooked on marketing – the first 2 headlines are going to get you all riled up to learn what the secret is… to learn what the 4 letter word is… And if you're a firefighter looking to get in better shape, headline 3 is going to make you wonder how the heck that guy could possibly have so much endurance.

How to quickly write headlines like this of your own…

Headlines like this take practice. Trust me After writing hundreds upon hundreds… and hundreds… it's finally become second nature to me.

And I'm still learning!

The good news is you can start by following in my footsteps – and the footsteps of other great copywriters out there. How? Through cut-and-dry templates. Here are some that have worked for me time and time again…

You simply fill in the blanks, and you're set. However, the hooks are going to take some thinking and imagination. Something I'm sure you can handle. Okay, here they are:

Template 1:

• This [ebook, program, whatever you do] not only [insert a key benefit here like helps you lose over 2 pounds a week... boosts your business like crazy... makes playing guitar like Clapton a cinch...], but…
   
• Example: This women's soccer fitness program will not only give you a sexy stomach, arms, and legs, but…

Why it works: 

The "not only" phrase in this headline is tricky. The headline introduces the key benefit your target market is looking for, and implies that it's only ONE of many benefits waiting for the reader. The reader can't help but read on to find out what these other amazing benefits are – which is emphasized too by the word "but" on the end.

 

Note: This headline requires a sub-headline to follow it. Otherwise, it doesn't make too much sense. For instance, after the example above, you could write…

 

"It'll also give you a clear-cut edge over your opponents. Next time you step on to the field, you'll be a new player with your enhanced stamina, strength, and speed. Read on to see exactly how and why it works… and to read the stories of a few of the many women who have improved their game – while losing weight – with this incredible program…"

Template 2

• How [what you do and location] helped [customer name], a [insert here a unique characteristic of your market, such as: house mom from Tennessee... copywriting noobie... total guitar noobie... etc.] [then insert a key benefit, such as: learned a full song, lost 15 pounds, etc.] in [insert here a period of time, preferably short but truthful: 2 weeks... 8 weeks... 30 days... 7 days... etc.], and how it can help you too!
   
• Optional, and helps with SEO: Insert your location and what you do in the headline…
   
• Example: How this Atlanta guitar school helped Bill Farson, a 40 year old guitar noobie, to play his first full song in just 6 weeks, and how you can do the same…

Why it works:

This one works by telling the true story of someone who your reader can relate to. If your market is mostly house moms, their eyes will be drawn to the story by the phrase house mom. If your market is guitar noobies, same deal. It also shows that other real people are getting results, and because it tells a story, it's very approachable to jump right in.

 

You're not hitting your reader over the head or "squeezing on to their eye balls" – an aggressive approach many copywriters take (which I highly don't recommend. Invitation and connection-based copy works much better because it gives your reader space, acknowledgement, and insight. It doesn't hit them over the head with a pushy sales message. Many marketers would disagree though – what's your take?)

 

Want some help and critique? Or have some thoughts / ideas to share? Leave a comment below!

I'd love to help you come up with a great headline for your website / ad. Leave your headline below and I'll give you some quick suggestions and thoughts on how to improve it. 

Or, if you have any thoughts / suggestions on writing headlines that some of my other readers could benefit from – leave them below! You never know whose income you could skyrocket through your advice

To better headlines,

David

How often have you heard phrases like this throughout your life:

• "Hard work is the key to success…"
• "Work hard and you can do anything…"
• "If something isn't hard – it's not worth it in the long run…"
• "No pain no gain…"
• "Sometimes you need to endure suffering so you can be happy in the long run…"

If you're like me, probably a lot. In fact, I've lived most of my life with these ideals as a guide. Everywhere I've turned I've seen reminders of them… In books… movies… seminars… audio tapes… conversations… TV shows… etc., etc., etc. 

"Wake up at 5am and get to work! Then work until sun down! If you want to be successful – this is what it takes."

Can I tell you something though?

Lately my life has flipped upside down and backwards. See, these ideals simply stopped working for me. I recently got to a point in my business where no matter how much hard work I put into it… no matter how much time and energy I put into it… 

It was sinking faster than the Titanic (post-iceberg-collision)…

I went to networking meeting after networking meeting… I went to seminars… I sent out letters… I called old clients asking if they had any new work for us… I asked past clients for referrals… Every day I spent hours planning, and executing. I followed those ideals to the T. But we just couldn't get any new clients! Our funds were draining, but it seemed there was nothing we could do.

In fact, I felt like each of these actions pushed my success further and further away. I knew it was happening – I just didn't know what to do about it. Every business and self-help book I've ever read talks about hard work being the antidote for any problem in your business.

None of them talk about what to do when hard work isn't cutting it.

But everything changed when I did one simple thing:

I stopped.

I literally. Just. Stopped. I gave up.

I didn't try to get clients. I didn't try to get referrals. I didn't try to design new marketing plans that would bring in new business. In fact, I didn't even work. I went with my life partner (and biz partner) Louise to a beautiful lake near our house, where we sat everyday, just enjoying the surroundings.

We did this for a few days – or maybe it was a week – I don't quite remember.
And that's when it happened…

That's when our phone started ringing. Instantly, we got 2 big jobs. Then, a past client called with more work than we could even handle. We launched a product within 1 month of that time – and it's bringing us recurring income for very little work. 

In fact, work isn't feeling like work at all. Every day I wake up, enjoy my life, and work when I'm inspired. 

Now don't forget! This happened after MONTHS of trying to force things – of trying to do everything "in the book" to get clients.

Since then, three things have happened:

1. I enjoy my work much more. The pressure is gone. The fun, excitement, and adventure is back.
2. I always get my work to my clients on time.
3. Our income is rising constantly.

Now, number 2 is a big deal. When I dove into this lifestyle, I was afraid that I would never get any work done. I thought I'd just laze around… or take hikes and play on my computer all day… 

And I did that stuff.

But I found that very naturally – there were times that I had a strong desire to work. I felt inspired to go do research and write copy on projects. And when I worked inside of these bursts of inspiration…

I worked faster, funner, and more efficiently. I got my work done 10x faster – and without any stress or worry.

In fact, whenever I start to feel stress or worried about a project, I simply stop and go do something else. Then, once the feelings disappear, and my relaxed state is back – I get back to work.

So this is my plea to you…

If you too have run in circles chasing your tail… TRYING, TRYING, TRYING to make things work. Forcing them with all your might. Pushing them like some giant boulder through your life… And it's not working… And you feel yourself getting more and more drained…

Just stop. Take a deep breath, and spend a day following your spirit. Enjoy your life. Let things happen naturally.

Aftrer all, the tallest tree in the world never spent one second "forcing" its way to get there. It simply planted its roots, and allowed the sun and the rain to come and help it grow.

Leave me your thoughts in a comment. I'd love to hear them.

To happy lives,

David

When I was 15, I lived with my aunt and uncle out in St. Louis, Missouri. They live in a quiet, peaceful town of only 20,000 or so. It's the kind of town where people actually know their neighbors. The first, and frankly, only, place like that I ever lived.

I used to go bike riding with my uncle. I had this clunky, heavy Toys R Us bike that I'd had since I was like 10. The thing was so heavy I couldn't even pick it up with two hands. And so my uncle and I would ride through the town – him in front, me in the back. But I wasn't in the back by choice. Actually, it was my ultimate goal to be able to pass him.

Yet no matter how hard I pedaled – it never happened.

Never! And I would pedal my heart out. I simply couldn't understand it… No matter how much effort I put into it – he never got any closer. That summer I went out to California to visit my brother, and we did a TON of biking. We went into the mountains and rode for hours – up hills I never thought I could, in places where mountain lions roamed, and down slopes so steep my brakes could barely manage.

When I came back to St. Louis, I was HOOKED. My Bar Mitzvah was only a couple years before – and I still had money saved up that my relatives had given me as their way of saying "congratulations." 

I decided to buy a new bike.

And something incredible happened.

The next time I went riding with my uncle – I realized I could easily pass him. I had been training so hard on that old POS for MONTHS that I built up the strength and endurance to ride just as well as he did – if not better. But most importantly, I realized something huge:

It wasn't me all along. It was the bike.

I learned that sometimes you can be doing everything "right" – yet things outside of yourself will hold you back. And this lesson has carried into every aspect of my life. When I simply wasn't feeling fulfilled in college – yet my business was growing and thriving and brought me a ton of fulfillment and inspired my passion – I dropped school just like I dropped my old bike.

And business boomed.

When our former business partners simply weren't willing to listen to what we had to say, and as a result we felt disrespected, unappreciated, and robbed of the freedom we sought when we started our own business – we realized we had to drop them, too.

And our lives instantly become more liberated, more full of people who really respect and appreciate us, and more abundant than ever.

I'd like to ask you something now…

Think about your life the way it is right now. Maybe even close your eyes and take a deep breath. And think to yourself…

Are there any things in your life right now that simply won't work – no matter how much force and effort you put into them?

Are there people who just won't respect you, approve of you, appreciate you, no matter how much you "prove yourself" to them? Are there objects in your life that are holding you back – like my bike? Maybe even something as simple as the pen you write with? Or something bigger like the car you drive, the house you live in?

Think about it. Let the thoughts stir. And when you're ready, imagine what your life would be like if those things were out of the picture. Imagine if instead of that negative, inspiration-sucking person in your life, there were 10 people who admired you for who you really are.

Or if instead of the car you drive now, there was one that made you feel proud to drive it around, or at least extremely comfortable.

Or maybe even it's where you live. Maybe the city you live in just isn't right for you. Maybe that's the "old bike" that you need to replace.

Care to share?

I'd love to hear your thoughts on this. I'd love to hear about anything you've ever set aside like my old bike. Or if you have any questions.

Feel free to just scroll down and write them below.

Till next time,

David

Fair Warning! In the beginning of this post I was a bit frustrated. I'm sure you'll see why (and I'm sure you can relate!)

Hey there,

I can't tell you how many times I've been yanked around by "potential" clients. I put potential in quotes because these people only appear like they might become my clients… 

But in truth…

They are energy-sucking vampires who only want me for one thing: my knowledge. They suck information out of me, luring me on with the promise of working together. But they never planned on working together. They just wanted answers to questions.

Or, at least they used to. Because recently I put an end to it. However, it's not always easy to push away these kinds of people. And if you're the kind of person who has trouble being blunt and open about what your'e thinking and feeling, it can be even harder (this is hard for me – I have to force myself to do it sometimes).

That's why I've put together…

2 Fail-Proof Ways to Get Rid of Time-Wasters (while still being polite!)

1. The Excuse

Okay, so I know excuses don't normally sound too appealing… But if all else fails this is the way to go!

Now, before you write me off, let me explain… See, sometimes these kinds of people are very hard to get off the phone with. Or if you bump into them, it's hard to shake'em. They simply won't give you room to even tell them what you're thinking and feeling.

So tell'em you have to go. Tell'em you have an appointment to go to and you're running late. Because here's the cool thing about meetings & appointments: anything can be an appointment! 

Got some relaxing to do? A show to watch? Some not-being-around-that-person to get done? Make it an appointment with yourself, and stick to it! 

This is a very safe, non-confrontational way to go. Normally I'm all about being open and honest – but sometimes people just aren't willing to listen. In those cases – just do what you have to do to walk away energetically unscathed.

2. Blunt as a Hammer

Here's the second way to go: being extremely honest. Looking that person in the eyes and telling them what you really feel.

However, you can do that while still maintaining your integrity, and without being a jerk. Here's a great method I've found to do that…

Start your sentences with "I feel." That makes it about you – and the person won't feel like you're blaming them for anything. You're keeping the focus on yourself.

So, for example…

"Hey, I gotta be honest with you. I feel like this conversation isn't really progressing, and I'd like to talk about your final decision. I don't mean to be rude, I just have a lot going on. So, is this something you want to move forward with, or not?"

Or…

"Listen, I feel like every time we talk, we have long conversations but you never end up working with me. So I need to know, do you plan on working with me? Or do you just have questions you want answered, but you don't really plan on hiring me?"

This can be scary! Very scary. Esepcially if you're not used to being so honest with people you're not close to. But it gets easier every time, and you'll feel like a champ afterward. After all, you're claiming your space, and not letting people walk all over you.

It's empowering.

Okay, now it's your turn. 

What are your secrets for dealing with people like this? Have any questions? Comments? Thoughts?

Would love to hear them. And I could use a lot of advice on this subject, too. This isn't easy for me. So if you have any advice to offer, then help! Just write it in the comment box below.

Have a great one,

David

Ninjas… ninjas… ninjas… 

They just never get not-cool, don't they?

I mean they're cool even when they're turtles living in the sewers. But what's not to love: the sneaking around… silent footsteps… god-like speed of the sword…

They're pretty much the coolest people alive (or not alive, actually – since the last written accounts of them go back to the 1600s. Thanks Wikipedia.)

But did you know they write expert copy?

It's true. And I even gathered a list of their 3 greatest secrets of all-time for not just being awesome ninjas… but for writing Ninja Copy.

Secret #1: Espionage

(aka spying for those of you who haven't watched hours and hours of Roger Moore and Sean Connery)

Ninjas would never sneak into a building unprepared. They did their research. They'd scout out areas for as long as they needed to figure out every entrance, every patrol, the daily schedules of their targets, and a million other things of the sort. And then, they'd use this research to execute a fail-proof plan.

Copywriting is exactly the same. You never charge in guessing. You always start with your research. Find out what your target market wants… what kinds of frustrations they have, their experiences with past products / services that are similar to yours, their goals, dreams, aspirations, benefits they're looking for in your product / service…

Anything and everything. 

Secret #2: Stealth

Ninjas were silent. They could walk across the world's creakiest, oldest hardwood floors, and not so much as the whoosh of cloth as they ran by could be heard. And though their effects were greatly felt – they were never seen. One day, a clan's leader would suddenly vanish without a trace, and no one would know how or why. And they would never get credit for their mastery either: except from their clients. 

Okay – that sounds a bit grim, I admit. But it serves a purpose: as a copywriter, YOU are stealth! You're behind the scenes. Heck, no one but your client might ever know who you are, and that you wrote the copy. You take on the voice of your client, and translate their thoughts, visions, and goals into text that makes their customers want to buy.

This means not drawing attention to the writing itself. It means being a stealth writer. If people are focused on your style of writing, or on clever phrases, puns, etc. – they're not focused on the one thing we want them to: buying.

Secret #3: Assassination

(it's not what you're thinking…)

Okay, this analogy is starting to get much darker and more disturbing than I had originally planned. No, I'm not saying assassinate people who don't buy from your copy… or your clients when they ask for a million changes that hurt the copy more than help it. 

What I'm saying is, assassination is the ultimate goal for the ninja. And he always focuses on it. Every move he makes, every hour of planning, every second of training is so he can complete his mission.

Never forget yours. 

Whether it's to get people to sign up for a cause, fill out a contact form, or buy a product / service right there on the spot – always keep it in mind. Make every word, comma, dash, period, hyphen, etc., etc., etc. contributes to your final goal. And if it doesn't? Don't include it. Simple as that.

Share your thoughts!

Have any ninja tactics of your own?

Questions? Arguments? Random thoughts? Scroll down and leave them in a comment.

Or just leave a cool comment about ninjas – that'll work too.

Sayonara,

David

Hey friend,

So someone I know showed me a very… weird… copywriting tactic. He mentioned things like "cigars"… "suave clothes"… and some other stuff I couldn't quite understand.

Okay, okay… So he's not really someone I know. He's actually a character I created…

Introducing my new comic series: "Advice from Romeo"

Romeo's a bad ass, cigar-chewing, copywriting maniac. 

But he's full of great tips. In fact, he teaches me something new all the time (and I'm the guy who made him!)

Here's the first tip of many in the "Advice from Romeo" series:

Romeo also gave me advice that had something to do with bodies and car trunks… but somehow it didn't seem right for this blog.

But while we're talking about writing environments and strange writing rituals… What are yours?

What do you do to set up your perfect writing environment?

What are your weird rituals? (C'mon – I know you have them! if you check the comments… I shared a couple of mine).

Talk to you below,
David

Hey,

So in part 1 of "My Newest Revelation" we left off saying that when you put the right person in front of the right offer – you get a response. (If you haven't read part 1 yet – here's the link: Click for Part I)

We even went so far as to say that the person can't help but respond. Crazy talk, right?

And I gave examples to support this.

But that lead to a very important question…

"How do you know what that irresistible offer is?" and even more importantly…

"How do you CRAFT an irresistible offer?"

First, let's explore a few possible answers… (these are real-life assumptions many people have about product / service creation…

1. You create products, and see the reaction they get
    
2. You see what other products are out there, and copy them
    
3. Ask an expert what to make your product about 

So let's examine these one by one…

First off – testing is key to any marketing campaign – but putting hours of your time and energy into creating products without knowing beforehand whether or not they'll sell is not such a bright idea.

And any expert who tells you a product off the top of his / her head might not be such an expert after all (unless they have a TON of experience in your specific niche. Even so – your own research will always be more powerful than blindly following what someone else tells you…)

Next, seeing what other products are out there is close – but there's something wayyy more powerful you can do…

Find out what problems that product solves. Find out other problems the target market has that the product ISN'T solving. Because…

Then, we can make a product that solves those problems differently, and better.

And what's the best way to find out what those burning problems are?

Listen to people in your target market. Simply observe them.

They're not hiding. 

Go onto forums they visit regularly and see what kinds of posts get the hottest reactions. 

Check out Amazon book reviews and see why people are raving about certain books – and shooting down others.

Talk to people! I know… I know… In this day and age we've made it possible to avoid talking to people at all costs. But nothing beats looking people in the eyes and hearing about their problems firsthand.

Next…

You'll start to see a pattern.

Say people in your market have the problem of not getting enough clients. They want to know how to get more clients.

That's good – but let's try to get even closer…

Say through conversing with a good handful of your past clients (who are, of course, your target market) you get a list of things they're willing to do, and not willing to do, to get new clients.

Say they're willing to spend hours at the computer – but they won't go out and approach strangers for the life of them.

Okay – we're getting closer to our irresistible offer…

Now say, you also discover that they're not technically savvy. They can manage e-mails and "the Google" – but not much else.

Okay, even closer…

And finally…

Let's say if at all possible – they want to be able to teach whatever marketing methods they learn to their assistants. They'd rather use their time for other things – like eating Big Macs and watching the baseball game.

So let's put the pieces together…

They want a method of getting clients that they can do from home, on their personal computers. It can't require any advanced computer skills, and it requires step-by-step instructions so they can teach it to their assistants.

Here's your task…

Figure out how to friggin do this! And you're sitting on a gold mine! 

Find out how people in the specific profession of your market can easily get clients on-line without any crazy HTML knowledge or anything.

Then, tell as many people in your target market about it as possible.

You now have yourself an irresistible offer.

And all you had to do was sit back, and listen to people talk. And read some forum postings. And fiddle around on Amazon.

Pretty cool, right?

Advertising boils down to just one thing…

It's all about connecting people with solutions, to people with problems. But step 1 is to come up with that solution.

Hopefully now you have a nice road map to help you get there.

What are your thoughts?

Am I spot on? Missing something? Out of my mind?

I'd love to hear your input.

David

Hey friend,

I just got back from giving a talk tonight.

The thing was supposed to be about 1 hour. Ended up being 2 and a half.

It was exhausting – and great. And because it was a small group we got to interact a lot. You know, just kick back and do a lot of question / answer type stuff.

They were a cool group too. A hungry group. They sucked me dry of more copywriting knowledge than I've ever given away in such a short period of time. The basterds

Which leads me to…

…One of the most powerful ways I know of building credibility, trust, and getting new business: public speaking.

And there are a few reasons why…

For one, we’re conditioned to view speakers as experts. By default, if someone takes the stage, and gives a presentation…

They’re an expert on that subject.

Next, it gives you a chance to show off “how good you are.” If you give a talk, and people walk away with awesome, practical advice – you’re showing them before they even do business with you that you deliver results.

And finally…

People like to do business with people they like –

so by letting them get to know you in your speech, you can start to build a relationship with them, and increase their chances of hiring you / buying your products.

But the key is to making this all work is by making an AMAZING impression on your audience… Here are a few ways to do that…

1. Give away an awesome gift.

I like to provide everyone with awesome, printed materials they can walk away with. I’ll also provide pens and paper for note taking.

People really appreciate small stuff like that. It shows you really care, and that you really want to help.

2. Really stack on the value.

Provide a HIGH level of value in your content. Give the kind of content for FREE that people pay for.

They will love you to pieces. Trust me. And a side effect of really helping people is they want to help you back. This is where you get business and referrals.

I’ve walked away from a presentation with a full page of leads before – filled from top to bottom (even the margins).

Oh, and it was only a 5 minute presentation!

3. Tell stories about your customers / clients.

One thing I like to do is to tell success stories of clients – and then break down for my audience how everything worked.

This accomplishes three things…

1. It shows that I help people succeed in their goals.

2. It lets the audience imagine what it would be like to work with me, and decide if they want a similar experience.

3. It shows them real world examples that they can apply to their businesses / lives. I’m not giving “abstract” information. It’s very real, and very practical.

4. At the end of your talk – tell people what to do next!

Just like any good ad – a good talk should end with a call to action.

You can tell people about a product you’re promoting, offer your services, a free consultation – anything.

Just make sure you tell them how to get in touch with you. Tell them to call – and give your number. Or give your e-mail address and tell them to write.

Just make sure you give clear, concise instructions.

Now, this stuff takes practice.

You won't become a Martin Luther King over night. Trust me – I'm still on the learning curve of public speaking myself. 

But I can tell you this – it's one of the most rewarding experiences I've ever come across.

What are your thoughts?

I’d love to hear them. Did you learn something new? Or maybe you think this is all "rubbish" (to be British for a second)?

Leave a comment in the comment box below and let me know.

Talk soon,
David

p.s. Part 2 of my "incredible revealation" is coming up soon… If you don't remember, you can check out part 1 here:

http://acupofcopy.net/http:/acupofcopy.net/my-newest-revelation

Keep a look out…